VP/Director, Upper Funnel Paid Media

OneMain Financial • Full-time • Baltimore, Maryland, United States • $150,000 - $200,000 / year • 1d ago

We are seeking a seasoned, strategic, and performance-driven Director of Upper Funnel Paid Media to lead our digital awareness and acquisition efforts across online and Connected TV channels. This individual will be responsible for driving qualified demand through upper-funnel campaigns that increase loan applications and booked loans.

As the owner of digital brand media strategy, you will collaborate cross-functionally with creative, analytics, and agency partners to develop, launch, and continuously optimize media plans that balance reach, targeting precision, creative impact, and efficiency. The ideal candidate brings a unique blend of analytical rigor and creative intuition — understanding how to translate insights into compelling campaigns that deliver measurable business results.

In the Role:

Media Strategy & Execution

Develop and own the upper-funnel paid media strategy across digital and Connected TV channels to drive awareness, consideration, and high-quality loan applications.
Partner with the media agency to design, launch, and manage full-funnel media campaigns, ensuring alignment with business goals and KPIs.
Lead ongoing performance analysis to identify opportunities for optimization across audience targeting, creative execution, and channel mix.
Recommend campaign adjustments including which audiences or creatives to pause, scale, or test further based on data-driven insights.
Audience Targeting & Data Strategy
Collaborate with analytics teams and 3rd-party data providers to develop and refine audience segments, lookalike models, and targeting strategies.
Test and evaluate new data sources, audience definitions, and targeting methods to improve efficiency and conversion quality.

Creative Leadership & Development

Write strategic creative briefs and partner with creative teams to develop engaging, performance-driven assets tailored for each channel.
Analyze creative performance metrics and lead ideation of new concepts and iterations to improve campaign impact.
Ensure all creative executions reinforce brand identity while optimizing for media effectiveness.
Cross-Functional Collaboration
Partner closely with analytics, creative, and product marketing teams to ensure campaigns are strategically sound, insight-led, and performance-optimized.
Serve as the key point of contact between internal stakeholders and the media agency for campaign performance, insights, and optimization recommendations.

Performance Optimization & ROI

Continuously evaluate media mix performance to maximize efficiency and ROI.
Translate campaign data into actionable insights and executive-level reporting.
Bring a commercial mindset to marketing, balancing brand goals with cost efficiency and business outcomes.

Requirements

8–12+ years of experience in digital media, performance marketing, or brand marketing, including significant hands-on experience with paid digital and Connected TV channels.
Proven track record of leading upper-funnel campaigns that drive measurable business outcomes (preferably in financial services, fintech, or performance-oriented industries).
Deep expertise in audience strategy, data-driven targeting, and media optimization.
Strong analytical skills with experience in media measurement, attribution, and ROI analysis.
Experience collaborating with external agencies and internal creative and analytics teams.
Excellent communication and presentation skills — able to translate complex insights into clear, actionable strategies.
Strategic thinker who is equally comfortable executing and iterating at a tactical level.
Bachelor’s degree required or equivalent years of experience; MBA or advanced degree a plus.

Location: Baltimore MD Hybrid

Who we Are

OneMain Financial (NYSE: OMF) is the leader in offering nonprime customers responsible access to credit and is dedicated to improving the financial well-being of hardworking Americans. Since 1912, we’ve looked beyond credit scores to help people get the money they need today and reach their goals for tomorrow. Our growing suite of personal loans, credit cards and other products help people borrow better and work toward a brighter future.

Driven collaborators and innovators, our team thrives on transformative digital thinking, customer-first energy and flexible work arrangements that grow lives, careers and our company. At every level, we’re committed to an inclusive culture, career development and impacting the communities where we live and work. Getting people to a better place has made us a better company for over a century. There’s never been a better time to shine with OneMain.

Because team members at their best means OneMain at our best, we provide opportunities and benefits that make their health and careers a priority. That’s why we’ve packed our comprehensive benefits package for full- and some part-timers with:

Health and wellbeing options including medical, prescription, dental, vision, hearing, accident, hospital indemnity, and life insurances
Up to 4% matching 401(k)
Employee Stock Purchase Plan (10% share discount)
Tuition reimbursement
Paid time off (15 days’ vacation per year, plus 2 personal days, prorated based on start date)
Paid sick leave as determined by state or local ordinance, prorated based on start date
Paid holidays (7 days per year, based on start date)
Paid volunteer time (3 days per year, prorated based on start date)

Baltimore, MD Target base salary range is $150,000.00 - $200,000.00 which is based on various factors including skills and work experience. In addition to base salary, this role is eligible for a competitive compensation program that is based on individual and company performance.

OneMain Holdings, Inc. is an Equal Employment Opportunity (EEO) employer. Qualified applicants will receive consideration for employment without regard to age, ancestry, citizenship status, color, creed, culture, disability, ethnicity, gender, gender identity or expression, genetic information or history, marital status, military status, national origin, nationality, pregnancy, race, religion, sex, sexual orientation, socioeconomic status, transgender or on any other basis protected by law.